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CARMA

About the project:

CARMA (Cycling Awareness Raising and Marketing) is initiated by 6 European cities who wish to take communication of cycling and traditional mobility management to the next level and go from mass communication to refined and more adapted communication tools. The participating cities are Budapest, Göteborg, Eindhoven, Kensington & Chelsea, Parma and Riga.

CARMA is a target group oriented cycling communication project, which focuses on better cooperation with the selected target groups and on the integration between communication and infrastructure initiatives on cycling. The aim of CARMA is to develop new methods for cost-efficient marketing of cycling which leads to increased cycling. This will be of particular importance for new member states where cycling infrastructure today is not developed to a sufficient extent and many of the resources will naturally be focused on building infrastructure. The CARMA project output and training material will help European cities to find ways to target groups that are willing to change behavior and focus the resources.

Four types of actions will be the core of CARMA:

1) Identifying target groups using a mapping tool that will help cities to identify where different types of people live, how many they are and what preconditions exist for cycling in different areas;

2) Establishing internal and external networks in each city to better understand target groups exigencies and to improve the knowledge of the cycling conditions of each city;

3) Arranging training sessions and workshops for local authority staff to implement target oriented communication concepts and to develop guidance material for the implementation of the same concepts in other cities;

4) Implementing communication activities in order to: improve the image of the cities as cycle friendly and safe, improve the image of the bicycle as a means of transport and increase the individual will to cycle